Branding: Taking the mundane and making it interesting

One of the hardest jobs for any brand is to stay relevant and interesting. This is especially true of airlines who seem to spend their marketing dollars on glossy videos featuring pretty stewardesses, cute kids and modern aircraft.

And when it comes to such activities as safety videos, most airlines opt for the tried and tested formula of the pretty stewardess going through the motions of seat belt, exits, life jacket and so on. A quick look around any flight just before take off will show that few travellers are paying attention.

It was refreshing therefore for me to see that Air New Zealand has really thought out of the box with its latest safety video by teaming up with Eton educated ex SAS officer Bear Grylls to create a unique and captivating safety video. The pretty stewardess and cute kids are still there but I’m sure you’ll agree the rest of the cast is unusual!


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